> Facebook and Instagram are such strong businesses that they could completely stop development work and the businesses would still be unbeatable monopolies for years to come.

maybe, but I disagree. a lot of businesses - keep sinking money into social ads - yet don't get results coz if you don't know what u r doing, Meta will use a massive amount of ur budget on your current customers instead of bringing in new customers.

which is also the reason Amazon Ads Unit has grown lately - it works. Whereas paid social / paid search are becoming relics. yeah they might print money in the near future - but the full assault from native ads, media n amazon etc where first party data/pixels count n you also respect privacy.

I know this - cz I own a small martech business that's a competitor to ga4 n expanding into native ads.